Online Merchandising:Setting Your Store Up for

Success

Groove Webinar SeriesFebruary 2012

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TODAY’S PANELISTS

Ethan GiffinCEO

Groove Commerce

Mack McGeeVP Sales & Marketing

Groove Commerce

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ABOUT ETHAN GIFFIN

With over a decade of industry experience in eCommerce, SEO and the dynamic technologies that drive them Ethan Giffin founded Groove Commerce to be a boutique web agency that provides enterprise class service for online retailers.

This blend of industry and agency experience has made Ethan a sought after speaker and panelist at top events including: Internet Retailer, Magento Imagine, eTail, Search Engine Strategies (SES), SMX, American Marketing Association, PubCon and Ad:Tech.

Currently, as CEO Ethan is leading the charge to make Groove Commerce the Mid-Atlantic’s premier Magento partner.

Ethan E. GiffinCEO & Founder

ethan@groovecommerce.com

Twitter: @Opie

Thinking AboutMerchandising

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ALWAYS BE ASKING…

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WHEN I SAY ME = THE CUSTOMER…

Why Should I Buy?

“Choose the words that make your prospects realize that what they really want is what you actually offer.”

- Bryan Eisenberg, Clickz – March 2001

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CLASSIFYING THE CATALOG

Products for Promotion

• Low Traffic• High Conversion

Top Selling Products

• High Traffic• High Conversion

Products to Remove

• Low Traffic• Low Conversion

Products Need Optimization

• High Traffic • Low Conversion

Con

vers

ion

Traffic

Out of the Box Options with Magento

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PRODUCT RELATIONSHIPS

Upsells

• Items your customer would ideally buy instead of the product they are viewing.

• Might be higher quality, higher margin, more popular, etc

Related

• Appear on the Product page

• Meant to be purchased in addition to the item the customer is viewing

Cross Sells

• Items that appear on the Shopping Cart page

• Can be easily added onto an order

• Simple, Low Cost

Your Home Page

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• Focus on Top Level Categories

• Too Many Options Cause Confusion

• Drive Customers into the Proper Funnel

• Customize Experience Based on Customer

• Be Careful of Billboard Overload

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HOME PAGE MERCHANDISING

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YOUR HP IS NOT A DEMOCRACY!

Everyone Wants to Pile Stuff on Your Home Page.

“Common over-the-top visual elements include wild background colors, giant graphical billboards taking up prime page real estate, garish text treatments in headlines and buttons, visual embellishments and flourishes on unimportant parts of the page, and unnecessary animation or video.”

- Tim Ash, CEO Site Tuners

Your Category Pages

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REMEMBER THE DISPLAY ORDER

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FEATURE TOP SELLERS

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ADD TO CART VS MORE DETAILS

1. Think About Button Action on Category Pages

2. Don’t Always Assume “Add to Cart”

3. Base on Cost or Complexity

4. How Do Customers Purchase?

5. Test “Add to Cart” versus “Buy Now”

6. Test Button Color

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FLAG YOUR PRODUCTS

1. Overlay Flags on Top of Your Product Images

2. Modifier Words- New!

- What’s Hot

- Top Rated

- Buyers Choice

- Sale!

- More Colors

3. Set via Product Attribute

Your Product Pages

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POST PANDA DESCRIPTIONS

"The Linksys E2000 offers selectable dual-band Wireless-N technology and extended range to provide wireless coverage throughout your home. Cisco Connect"

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AJAX CART WITH CROSS SELLS

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UPSELLS OVER CROSS SELLS! (20%)

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AJAX UPSELL ON ADD TO CART

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QUALITY PRODUCT IMAGES

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FEATURE PRODUCT VIDEOS

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CUSTOMER WHO BOUGHT

• Review Your Ready to Buy Box

• Is it in Stock?

• When Does it Ship?

• Change Product Image with Color Option

• Create Product Bundles to Beat MAP

• Always Be Testing!

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EXTRA TIPS…

The Checkout

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COUNTDOWN TO FREE SHIPPING

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CHECKOUT CROSS SELL

• Site Search Results Dynamically Sorted Based on Sales

• Include Cross Sells/Recommended Products on Receipt Emails

• Show Related Products within yourContent Areas/Blogs

• Create Look Books via Pinterest

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EXTRA THOUGHTS…

Bulletproof Promotions

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• Create a Site Wide Discount/Sale

• Free Shipping over $XX

• Free Gift with Purchase

• Free Gift Card with Order over $XX

• Buy X, Get 1 Free

• Provide a Rebate for Social Engagement

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BULLETPROOF PROMOTIONS

Magento Extensionsfor Merchandising

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• Predictive Intent – PersonalMerchant

• SearchSpring - eCommerce Search

• Aheadworks - Bought This Also Bought

• Aheadworks - Frequently Bought Together

• Iceberg Commerce - Product Video Gallery

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SOME OF OUR FAVORITES

Q & A Time!

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ABOUT GROOVE COMMERCE

Our goal is to bridge the gap between marketing and technology and deliver a user-friendly, high converting product to each one of our clients.

Services include:• eCommerce Website Design

• Magento Development & Integration

• eCommerce Site Analysis

• Conversion Rate Consulting

• Search Engine Optimization (SEO)

• Social Media Marketing

• Pay Per Click (PPC) Management

2400 Boston Street, Suite 320, Baltimore, Maryland 21224

www.groovecommerce.com

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